The world of the family office concierge has always been defined by discretion, trust, and exceptional personal service. These are values I personally hold sacred. Yet, as the next generation steps into leadership roles, they are bringing an entirely new set of expectations to the table. While convenience to their parents meant a two-block walk to their local store, the majority (55%) of Gen Z purchases are made on mobile devices.
The central question we must answer today is this: What does concierge mean when the client expects it to live online?
Next-gen expectation
Gen Z is the first true digital native generation. That means younger family members have grown up with seamless digital ecosystems to meet their every need. Feeling perkish? Order Uber Eats. Looking for an entertaining movie? Flip through Netflix. There’s no doubt they expect lifestyle and concierge services to be just as integrated and intuitive as their other experiences.
Next-gen leaders consider inefficiency a foreign concept. Accustomed to Amazon, they are used to having a high-quality network of services, a “one-stop shop,” if you will and preferably instantly accessible on a screen.
What we’re seeing is a generational shift: from tradition and friction to purpose and digital ease. Our role is to align both mindsets within one trusted platform.
To be clear, next-gen leaders are not looking for less personalised concierge services. Instead, they require smarter service. And hitting the right spot means maintaining the human touch while eliminating the unnecessary friction that traditional systems create.
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Where the traditional model fails
Having been in this industry for years, I can tell you that the current concierge system is plagued by the exact inefficiencies that next-gen is trying to avoid. Traditional concierge services rely heavily on phone interactions and endless email threads. It’s similar to what people of my generation would say, “I know a guy who knows a guy.”
While trust and discretion will always be paramount, dependency on manual methods is rapidly becoming obsolete. Younger family members find these traditional approaches inconvenient and time-consuming. The lack of standardised, instantly visible processes not only leads to cumbersome experiences but also compromises consistency in the quality of services.
Convinced that the necessity of face-to-face interaction does not negate the requirement for a modern digital infrastructure, we need to be innovative in how these services are delivered to maintain relevance. Family office concierges need to find a way to streamline access and enhance transparency. While at the same time, preserving the core tenets of reliability and bespoke care.
Meeting expectations
So, to answer our central question, what does concierge mean when the client expects it to live online? This is the pivotal moment when the new Maison Benjamin platform steps in. Our solution is built not just to adapt to these evolving needs but to actively shape the future of luxury support.
We have engineered a digital, curated ecosystem that seamlessly integrates the best of both worlds. We start with Michelin-grade service principles—the deep-rooted commitment to quality, personal relationships, and unwavering discretion. And then, we fuse them with the speed and efficiency that only modern technology can provide.
The platform will provide a single, secure gateway for instant access to our curated network of partners. Complete transparency, offering visible, data-driven insights, will be baked into the system. While recognising the crucial role of NDAs and confidentiality, we aim to deliver trust with the modern speed and clarity that the next generation expects.
Next-gen concierge ecosystem
The future of concierge services is a delicate balance between the personal touch and digital efficiency. As AI transforms the world around us, the meaning of true luxury remains rooted in balance, where innovation enhances, but never replaces, the human touch. Maison Benjamin’s upcoming platform captures that philosophy, combining intelligent technology with the nuance and warmth of genuine expertise.
Finally, for family offices and next-generation principals, it’s a space where digital precision will meet personal understanding, the evolution of concierge for a new era.
